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How to Craft a Successful Social Media Content Marketing Plan Titles, Descriptions and Headers The title of your content is the most important aspect. Ensure titles are unique and no more than 60 characters in length, and that titles, descriptions and headers: • Accurately describe the topic • Include a keyword phrase • Convey value to the potential reader or viewer Architecture The way your website or blog is technically structured will play a major role in whether search engines can “see” and index your content. Your plan should outline best practices for: • Including titles and keywords in website and blog URLs • Linking to other posts or content on your site • Tagging, categorizing, and marking-up content with metadata Freshness Publishing content regularly isn’t just a good idea to keep your audience engaged. Search engines favor sites that are frequently updated with fresh content. This is where an ongoing editorial calendar and publishing plan come into place. Set a publishing schedule you know you can stick to. Offsite Optimization External Linking and Social Shareability Social sharing is one of the easiest ways to garner the attention that results in external links. When other sites link to your content or when other reputable sources share it in social media, that tells search engines that your pages or posts are trustworthy and valuable, which increases your rankings and overall visibility. Publishing to multiple social media channels will help increase reach, but the ultimate goal is to get others sharing your content for you. Your plan should identify the different ways your publishing strategy will encourage readers and viewers to share to their social graphs. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 28
How to Craft a Successful Social Media Content Marketing Plan Maximizing Content Reach by Understanding Publishing Considerations Each publishing destination has different types of content requirements that need to be considered before publishing. To illustrate: • YouTube and Flickr allow you to tag and categorize videos and photos. • After about three hours, few click on links shared on Twitter. • Facebook uses an algorithm called EdgeRank to determine which posts and stories get included into each user’s unique news feed. • Users and pages are alerted when tagged in Facebook or Google+ posts. • Tumblr will create a thumbnail to preview an image you include in a post that expands when a user clicks on it. Knowing these details, you might specify the targeted SEO keywords to use when uploading videos to YouTube and photos to Flickr. You might tweet a link several times per day. You might include a photo along with your status update for 100-180% more engagement on Facebook. When sharing photos to Tumblr, you might reduce the size of the image before uploading to result in a better thumbnail preview. The key to content optimization is testing out how each platform works, setting goals and benchmarks, and revising your approach based on what works for your audience. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 29
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